It’s very easy to think that women and Millennials use Pinterest to waste time. But according to Forbes Magazine, Pinterest may present a very significant growth potential for business.
The statistics show that over 70% of the U.S. Pinterest users are women, which is great if your target market is composed of mostly women—especially since some estimates show that women make 85% of all consumer purchases. The Forbes article continues: “Through September 2014, Pinterest’s users have created more than 750 million boards made up of more than 30 billion individual pins, with 54 million new ones added each day. During the 2013 holiday season Pinterest accounted for nearly a quarter of all social sharing activity. Among social networks, only Facebook, with its 1.3 billion users, drives more traffic to Web publishers.”
But why Pinterest? The point of pinning (What’s Pinterest?) is to gather followers or at least like-minded people, as is the point of most social media. The goal for business is to attract attention from prospects and customers, and the content in this case is a picture instead of a 140-character Tweet, or a post.
Total user base of Pinterest may top 40 million; men users doubled in past year
Pinterest is big business, and it’s growing. Pinterest’s user base is projected to top 40 million this year, putting it in the same league as Twitter and Instagram domestically. Moreover, international users now make up nearly half of the new signups.
Another impressive statistic: Pinterest has doubled the number of active MALE users in the past year, with more attention made every day to its “dude problem,” as mentioned in a Digiday August 2014 video, in which Pinterest’s head of partnerships, Joanne Bradford, pledges their intention to become more bro-friendly.
Planning a successful Pinterest campaign
Imagine how sales would skyrocket if you could capture the attention of the male population or attract new international users for a Pinterest campaign before your competitors.
A marketer’s best friend
Pinterest CEO Ben Silbermann says the difference between Facebook, Twitter and Pinterest is that Pinterest offers the future, and “the future is where marketers want to live.” The idea of knowing exactly what appeals to a shopper is a golden… like sneaking into your prospect’s home, and seeing not only the magazines they subscribe to, but the pages they’ve dog-eared or torn out.
Silbermann says Pinterest pinners put their dreams on their boards, sometimes with high intentions. But there’s a difference between men and women pinners. According to Convince & Convert Digital Marketing advisors, “The number one reason women pin clothing and fashion is to get ideas. The number one reason men pin clothing and fashion is that they are items they plan to buy.”
Creativity reigns supreme
Look at your product lines. Look at where your product is used. Can a realtor make a Pinterest board with kids’ toys and family activities like picnics or miniature golf or softball? YES! Who buys homes? Families! Use your imagination, but carefully pick the photos you use. See this Pinterest Success Stories link. Let us know how it goes. Email firstname.lastname@example.org.